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Art Department, Student Learning Outcomes
While all areas may be addressed, the highlighted SLO’s are those specifically emphasized in this course.
1. Theabilitytosolvegraphicdesignproblemsforavarietyofaudiencesandcontextsusingmultiplemediaplatforms.
2.Demonstratehowabrandcommunicatesthroughvisualorganization/composition,voice,informationhierarchy,colorpalette,iconography,typography,and
photographicaesthetics.
3.Demonstrateandarticulatethedesign processthrough:Discovery,exploration, creationandrealization.
4.Studentsshouldbeabletoarticulatethedifferencebetweenanexecutionandanidea.Conceptualthinkingvs.designaestheticas
asolution.
5.Developanappreciationandtoleranceofdiverseperspectivesdealingwithart,culture,teachingandlearning.aswellasageneralknowledgeofgraphicdesignincontextto
history,arttheory,culture,communication andsocialchange.
6.Becomeinvolvedinbothindividualandcollaborativeartexperienceswithotherstudents,faculty,andcommunity.
7.Developacareerpathforanartprofessionoranart-relatedfield;developanunderstandingofthedemandsandexpectationsofthatareaofartprofessionorartfield.
MISSIONTheCSUNArtDepartmentiscommittedtoteachingstudentstoexperienceandvaluevisualthinkingandcreativeproblemsolvinginart,aswellasrecognizetheconcurrentimportanceofperception,experimentation,innovation,andcriticalthinking.Weencouragestudentstounderstandthehistoryandtraditionsofartwiththeirrelevancetosocialandcommunityconcernsaswellastheartofdifferentcultures.Studentsarealsoencouragedtoutilizeandinteractwiththeservices,facilitiesandtechnologiesofferedthroughouttheUniversityaswellasthoseprovidedbytheArtDepartment.
NOTE:Changes in content or activities may occur at instructor’s discretion based on course and learning needs, scheduling, or other circumstances such changes will not affect course policies
MikeCurbCollegeofArts,Media,andCommunicationDEPARTMENT OF ART, GRAPHIC DESIGN
OFFICE HOURS: TBDInstructorisaworkingprofessionalandwillnothaveregularoffice
hours.Pleaserequestappointmentsviaemailaddressprovided.
PREREQUISITE: Art 344
COURSE DESCRIPTION:Advancedandcomplexproblemsolving,consistentwiththerealworld
applicationofgraphicdesign.Coursewillemphasizebrandintegration
andhowdesignshouldbeimplementedacrossamarketingcampaign
andindifferentmedia.Studentsshouldhavemultiplepiecesfortheir
portfolioaswellasaLinkedInresumeprofilebytheendoftheclass.
COURSE OBJECTIVES:Thiscoursewillreview:
•Graphicdesignandbranding-real-worlddesignproblems
andfindingsolutions
•Designphases:discovery,exploration,creationandrealization
•Interpretingdesignandbrandingthroughdifferentmediaandin
differentmarketingcategories
•Innovativemarketinganddesignbusinesspractices
STUDENT LEARNING OBJECTIVES:Developarelevantandapplicableunderstandingofhowgraphic
designrelatestodifferentmediaandmarketingcategories.
1.Developahighqualityprofessionalapproachtotheprocessof
graphicdesignfromconceptualdevelopmentthroughimple-
mentationandfinalpresentation
2.Developrelevantorganizationalproblemsolvingskillsbyapplying
research,strategyanddesignobjectivestoeachassignment
3.Create,produceandpresentprofessionalmock-upsofdesignideas
andconcepts.
4.Demonstratetheabilitytocritiquecreativework,andhone
individualproblem-solvingskills
5.Developagreaterawarenessoftheprofessionalfieldof
graphicdesign.
ART 444: GRAPHIC DESIGN III | SPRING 2016TomSaputo:[email protected]
Office:805.494.1847x223(emailfirst)
SUPPLY LIST:•3 Sketch Books-oneforeachassignment
•USB flash drives or external hard drives(forbackingupyour
work,andfortransferringyourassignmentstotheinstructor)
REQUIRED READING:Primalbranding:CreateZealotsforYourBrand,YourCompany,
andYourFuturebyPatrickHanlon,(amazon)
NOTE: Your assignments will be presented in PDF, PPT or Keynote formats.
INSTRUCTIONALPROCESS:
There are 5 types of classroom activities:1. Instructor lectures and presentations2. Design challenges3. Guest lectures4. A combination of lectures, in class assignments and studio workdays5. Student presentations and class critiques
1. INSTRUCTOR LECTURES AND PRESENTATIONS:
There will be a variety of lectures involving the specific design challenge projects and the professional design industry such as:
• Understandingacreativebriefandtranslatingthe
client’sstrategyintothedesignprocessthroughto
clientpresentation
• Packagedgoodsdesignandbranding
• Designasaprofession,relevantcareerschoices
See the complete class schedule for more specifics.
2. DESIGN CHALLENGE PROJECTS:
Design challenges are to be completed outside of studio time (in your own space or in a lab). Student designers are encouraged to push the boundaries of design through innovation and conceptual development.
1. Develop an integrated design campaign for an existing athletic footwear company.
Studentswillcreateahypotheticalmarketingcampaignfor
anexistinginnovativeathleticfootwearcompany.Students
willbeusingclientsexistingcompanylogo,anddesign
guidelinestocreateanewlookwithinthegivendesign
parameters.Thecampaignwillbecomprisedofthe
followingelements:websitehomepage,productcatalog,
retailpackaging,retailpresentation,t-shirts,stickers,
pop-up/eventstoreideas.
2. Packaged goods identity and branding
Studentswillcreateacampaignforastart-upbabyfood
brandlaunchingahealthybabyfoodbusinessonatight
budget.Studentswillresearch,identifyandanalyzethe
competition,definetheirtargetmarket,createaname,
andstrategyfortheproduct.Theassignmentwillbemade
upofthefollowingelements:brandnamedevelopment,
logo,identitysystem,graphicstandardsguide,packaging,
websitehomepage,andretailpresentation.
ACTIVITIES AND PROJECTS | SPRING 2016 ART444:GRAPHICDESIGNIII
3. New vehicle launch for the LA Auto Show
Studentswillselectavehicleoftheirchoicetolaunchat
theLAAutoShow.Theautomotivecategoryisoneofthe
mostcompetitivemarketstoday.Everyyearcarcompanies
introducenewvehiclestoconsumerswithmuchfanfare
attheLosAngelesInternationalAutoShow.Studentswill
selectavehiclemodelwithinanexistingbrand,identify
thecompetitivemarketset,definetheirtargetmarketand
createalaunchcampaigndirectlytargetedtoAutoShow
consumers.Theassignmentwillcompriseofthefollowing
elements:vehiclelaunchbookhandout,videodigitaldisplay,
micro-sitehomepage,postersignage,giveawayitems
(bagsshirts,hats,keyfobs,etc…)
All of the projects above shall include a workbook / sketchbook, which will be comprised of research, inspiration and all explorations. It is important to save all materials and information associated with the development of your work in this course. The workbook will need to be turned in at the end of each project, along with your final presentation.
The design challenges are evaluated according to design, idea, innovation, concept development, presentation, and skills. See evaluation criteria for full details. A portfolio of your in class work, including presentations, will be required at the end of the semester in order to obtain a grade. Save all your work.
3. GUEST LECTURERS:
Specialguestlecturerswillbebroughtintodiscusseach
specificdesignchallengefromareal-worldperspective.
Theselecturerswillbeabletoprovideinsightintothe
designchallengeandhelpthestudentsdirecttheirefforts
towardsasuccessfulfinalpresentation.
4. LECTURES / STUDIO DAYS:
Ondayswherelecturesdon’ttakeuptheentireclass,studio
timewillbeoffered.Studioworkdayswillbeforworkin
progressreviewsandaredesignedtoprovideanopportunity
toworkwiththeinstructorone-on-one.Whilethereare
quiteafewstudiohoursavailable,plantospendatleast8
hoursperweekoutsideofstudiotimeinordertocomplete
theseassignments.Seeclassscheduleformoredetails.
5. STUDENT PRESENTATIONS / CLASS CRITIQUES:
Presentationsarerequiredallthetimeintheprofessional
world.Classpresentationsandcritiquesduringproject
developmentallowstudentstoobserveotherprojectsin
progress,togainconfidenceintheverbalpresentation
ofideas,toexpresscriticalevaluationofotherstudent’s
projects,andtoevaluatetheirownwork.
WEEK 1:1_MON 1/25 - GENERAL INTRODUCTIONSIntroductions course review: Assignments outline, expectations, handouts, questions and answers.2_WED 2/27 - DESIGN CHALLENGE 1Create an integrated brand campaign for AMPLA: Athletic footwear brand, using existing graphic standards and assets. Present to Client : 2/24
WEEK 2: 3_MON 2/1 - PRESENTATION / STUDIO LABTranslating The Creative Brief; the core of every graphic design project.Studio Lab / Individual reviews of Design Challenge 14_WED 2/3 - DISCUSSION /ASSIGNMENT 1 / STUDIO LABThinktopia, Primal Branding book overview.Assignment 1: Primal Branding Report PDF due 5/11 Studio Lab / Individual reviews of Design Challenge
WEEK 3: 5_MON 2/8 - PRESENTATION ASSIGNMENT 2 / STUDIO LABWhat’s your brand style? Assignment 2: Create a Pinterest profile, present to class 4/18Studio Lab6_WED 2/10 - CLASS CRITIQUE_DC1Present Design Challenge 1 progress to the class / Studio Lab
WEEK 4:7_MON 2/15 - DISCUSSION / STUDIO LAB Get a Job! What’s out there and what are your options / Studio Lab8_WED 2/17 - DISCUSSION / STUDIO LAB Design concept through execution Studio Lab / Individual reviews of Design Challenge 1 WEEK 5:9_MON 2/22 - STUDIO LAB / FINAL, REVIEWS OF DESIGN CHALLENGE 110_WED 2/24 - STUDENT PRESENTATIONS/GUEST REVIEWER Design Challenge 1: presentations. Guest reviewer: David Bond, CEO AMPLA
WEEK 6: 11_MON 2/29 - DESIGN CHALLENGE 2Packaging Design and Branding for a start-up baby food brand: Create launch baby food business / Present to client 3/3012_WED 3/2 - PRESENTATION GUEST SPEAKER STUDIO LAB6 years out of CSUN: What’s that like? Guest speaker: Andra Gheorghe. CSUN graduate. Designer, Saputo Design / Studio Lab
WEEK 7:13_MON 3/7 - PRESENTATION/ STUDIO LABPackaged goods identity and branding / Studio Lab14_WED 3/9 - DISCUSSION/ASSIGNMENT 3What’s your brand? What makes you creative? Assignment 3: Create and present a PDF of designers and artists who influence your style due 4/27 / Studio lab
WEEK 8:15_MON 3/14 - CLASS CRITIQUE_DC2Present Design Challenge 2 progress to the class / Studio Lab16_WED 3/16 - PRESENTATION/STUDIO LABBrand Creed Manifesto; what all brands need to live by.Overview of branding as it pertains to strategy and it’s relevance to graphic design / Studio Lab
WEEK 9:17_MON 3/21 - SPRING BREAK No Class18_WED 3/23 - SPRING BREAK No Class
WEEK 10:19_MON 3/28 - STUDIO LABIndividual reviews of Design Challenge 2 / Studio Lab20_WED 3/30 - DISCUSSIONThe creative brief: Interpreting the client’s strategy. / Studio Lab
WEEK 11:21_MON 4/4 -STUDIO LABJobs - Your competition and what their portfolio looks like.Final individual reviews of Design Challenge 2 / Studio Lab22_WED 4/6 -STUDENT PRESENTATIONS/GUEST REVIEWERDesign Challenge 2 student presentations. Guest Reviewer: Jen Phillipson, Sr Designer Saputo Design WEEK 12:23_MON 4/11 - DESIGN CHALLENGE 3New vehicle launch at the LA Auto Show Present to client 5/1624_WED 4/13 - GUEST SPEAKER / STUDIO LABGuest speaker: Nels Dielman, ACD Team One Advertising
WEEK 13:25_MON 4/18 - STUDENT PRESENTATIONS / STUDIO LAB Assignment 2 Due: Present your Pinterest profile / Studio lab 26_WED 4/20 - CLASS CRITIQUE_DC3Design Challenge 3 in class critique, direction review of concept thumbnails / Studio Lab
WEEK 14:27_MON 4/25 - GUEST SPEAKERAssignment 3 Due: Present PDF of your design influences. Studio Lab28_WED 4/27 - ASSIGNMENT 2 DUE / STUDIO LABCynthia Jacquette Hopkins: ACD, Kaiser Permanente Design
WEEK 15:29_MON 5/2 - DISCUSSION / STUDIO LABYour Portfolio / Studio Lab30_WED 5/4 - GUEST SPEAKER / STUDIO LABAmi Lewis, ACD 72 & Sunny LA.
WEEK 16:31_MON 5/9 - STUDIO LAB Studio Lab32_WED 5/11 - STUDIO LABFinal Studio Lab and individual reviews of Design Challenge 3.Assignment 1: Primal Branding Report Due submit PDF
FINAL MON 5/16 - CLASS FINAL: STUDENT PRESENTATIONSDESIGN CHALLENGE 3, TIME TBD
ART444:GRAPHICDESIGNIIIACTIVITIES AND PROJECTS | SPRING 2016
EVALUATION CRITERIA ART444:GRAPHICDESIGNIII
PROJECTSUBMISSION:Allfinalassignmentsaretobesubmitteddigitallyand
individualnotebooks/sketchbookscanbesubmitted
witheachDesignChallenge.DesignChallengepresentations
shouldbepreparedinthefollowingformats:PDF,Keynote,
orPPT.Studentsarerequiredtosubmitathumbdriveor
harddriveattheendofthesemester,whichshouldinclude
allprojectsinaportfoliostyleformat.Itiscrucialstudents
keepabackupofallworkasitiscompleted.Lossofdata
isnoexcusefornothavingworkinaportfolio.
PROJECTPENALTIES:
Intherealworld,ifyou’relatewithyourassignments,or
yourassignmentsareincompleteyoucanloseyourjoband
damageyourprofessionalreputation.Itiscrucialthatyou
planyourtimewelltogetallofyourassignments
completed.Planaheadintheeventsomethinggoeswrong
withyourfinalpresentations.Ifprojectsareturnedinon
timebutarenotcompleted,penaltieswillbedetermined
baseduponlevelofcompletion.
GRADEBREAKDOWN:
Feedbackonmainprojectswillrevolvearoundhowwell
youfollowedthestrategy(assignment),theidea/concept,
howwellthepresentationissetupandlevelofcompletion.
Atotalof100pointsarepossibleforthecourse.Final
coursegradesareissuedbasedontotalpointsawardedfor
eachassignmentasfollows:
ASSIGNMENTPOINTS:
FootwearBrandingAssignment–25points
BabyfoodBrandingAssignment–25points
AutoShowBrandAssignment–25points
PrimalBrandingReport–15points
DesignInfluencesAssignment–5points
What’syourBrandAssignment–5points
TOTAL–100points
FINALGRADECRITERIA:
“A”levelgrade:Thinkingandexecutionclearlystandout;
exhibitsmasteryofproblemsolving,designtechniqueand
presentation.Exhibitsmasteryoflearningoutcomes.
A 93-100points
A- 90-92points
“B”levelgrade:Graspssubjectmatteratalevel
consideredtobegoodtoverygood.Exhibitspartial
masteryoflearningoutcomes.
B+87-89points
B 83-86points
B- 80-82points
“C”levelgrade:Demonstratesasatisfactorycomprehension
ofthesubjectmatter,andexhibitssufficientunderstanding
andskillstoprogressincontinuedsequentiallearning.
C+77-79points
C 73-76points
C- 70-72points
“D”levelgrade:Qualityandquantityofworkisbelow
average,exhibitsonlypartialunderstandingandskillsare
notacceptabletoprogressingraphicdesign.
D+ 67-69points
D 63-66points
D- 60-62points
“F”levelgrade:Qualityandquantityofworkisbelow
averageandisnotsufficienttoprogressingraphicdesign.
F59%-29.5-0points
EVALUATION CRITERIA (CONT.) ART444:GRAPHICDESIGNIII
• Studentsareadvisednottoeatintheclassroom.Food
shouldbeeatenbeforeclass,duringthebreakandafter
classoutsideoftheclassroom.Alldrinksmustbecapped
whennotbeingconsumed.
• Yourinstructormayneedtocontactyouthroughemail.
ItisimperativethatyoueitheraccessyourUniversity
emailaccountorhaveitforwardedtoyourregularlyused
emailaccount.
• Studentswishingtobringvisitorstoclassmustfirst
makearrangementswiththeArtOffice.
• Attheendofthesemester,allstudentsmustprovide
athumbdriveorharddrivewithacomprehensive
presentationofalldesignassignments.
• Deliveringbothoutstandingworkandmorethanwhatis
expectedisencouraged.
ATTENDANCEANDPARTICIPATION:
• Rollwillbetakenatthebeginningofclass.
• Studentsnotpresentatthetimeofrollwillbe
consideredabsent.
• Beingtardy3timesisequaltooneabsence.
• 3absenceswilllowerastudent’sgradebyonefullpoint.
(ex:B-toC-)
• 5absenceswilllowerastudent’sgradebytwofullpoints
(ex:B-toD-)
• 6absences:Studentwillnotpassthecourse
• Adoctor’snotewillnotexcuseabsences.Amedical
withdrawalfromthecourseisrecommendedforillnesses
extendingbeyond2classsessions.
• Missingmorethan30minutesofclassisconsideredan
absence.
• Twolatearrivalsand/orearlydeparturesover15minutes
willbecountedasoneabsence.
BecausetheUniversityemphasizesgroupinteractionin
theclassroom,attendanceisrequiredandisastrong
determinatetosuccessinthiscourse.Ifastudentisabsent,
his/herbenefitsreceivedfromclassroominvolvementare
lost—asarecontributionswhichotherwisecouldhave
beenmadetothelearningoffellowstudents.Studentsare
responsibleforallmaterialassignedordiscussedinclass.
Studentsmaynotleavetheclassroomduringcritiques,
discussionsanddemonstrations.Studentsmayleavethe
classroomduringthebreak,whichisapproximately75
minutesafterthebeginningofclass.
LATEWORK:
Deadlines:Allcompletedassignmentswillbedelivered
ontheduedatepromptlyatthebeginningofclass.Late
workwillnotbeaccepted.Anabsenceisnotanexcuse
foralateproject.
FILES&ORGANIZATION:
• Studentsarerequiredtobringanotebookorsketchbook
pertainingtothecurrentdesignchallengetoeachclass
anduseittodeveloptheirassignment.
• Studentsareresponsibleforturninginthesketchbook,
alongwithathumbdriveorharddriveofthefinal
assignmentattheendofeachdesignchallengetoshow
theprogressionofthinkinganddesigndevelopment
throughouttheproject.
• Studentsshallclearlylabelthumbdrives,harddrivesand
digitalfilefolderswithfirstandlastnameandproject
name.Instructorwillprovideguidelinesonhoweach
finalpresentationshouldbesetupatthebeginningof
eachdesignchallenge.
• Itiseachstudent’sresponsibilitytobackupworkona
separateharddrive,CDorDVD.Thelossoffilesisnota
legitimateexcuseforfailingtodeliveranassignmentby
deadline.
• Studentsmaysourceimageryon-lineonlyiftheimagery
meetstheendusedpirequirements–meaningany
pixelatedorpoorqualityimagerywillautomaticallyresult
inalowergrade.
GENERALPROTOCOL:
• Inordertogainthefullbenefitofthiscourse,attendance
ismandatory.
• Inordertogainthefullbenefitofthiscourse,students
mustdevoteatleast8hoursperweekoutsideofclass
totheircoursework.
• Throughoutthecourse,theremaybevariousvisual
presentations,demonstrations,discussionsandhandouts
notpresentlyindicatedinthesyllabus.
• Throughoutthecourse,therewillbevariousreading
assignmentsandpossiblequizzesnotpresently
indicatedinthesyllabus.
• Studentsareresponsibleforallinformationmisseddue
toabsenceortardiness.Demonstrationsandinformation
willnotberepeated.
• Studentsareexpectedtogeneratecomputeroutput
outsideofclass.
• Theprocessesprovidedinthiscoursedescription
shallbeusedforthedevelopmentofeachproject—
noncompliancewiththisprocessshallresultinthe
loweringofprojectgrade:
• Desktopmonitorsmaybeturnedononlyduringlabtime.
Laptopsmaybeopenonlyduringlabtime.
• Student’scellularphonesmustbeturnedto“silent”
duringclass.
• Withtheexceptionofemergencies,studentsmayonly
walkoutofclassduringlabtimeandbreaks.
EVALUATION CRITERIA (CONT.) ART444:GRAPHICDESIGNIII
ETHICSANDINTEGRITY:
EssentialtothemissionofCSUNisacommitmentto
theprinciplesofacademicintegrityandethicalbehavior.
Becausetheintegrityoftheacademicenterpriseofan
institutionofhighereducationrequireshonestyin
scholarshipandresearch,academichonestyisrequiredat
CSUN.AdherencetotheAcademicHonestyPolicyreflects
thecommitmentofourcommunitytothevalueoflearning
andourcoreprincipleofsocialresponsibility.
DefinitionsofAcademicHonesty:1.CHEATINGistheactorattemptedactofdeceptionby
whichastudentseekstomisrepresentthathe/shehas
masteredinformationonanacademicexercisethathe/she
hasnotmastered.
2.FABRICATIONistheuseofinventedinformationorthe
falsificationofresearchorotherfindingsinanacademic
exercise.
3.FACILITATINGACADEMICDISHONESTYisintentionally
orknowinglyhelpingorattemptingtohelpanother
commitanactofacademicdishonesty.
4.PLAGIARISMisthesubmissionofanother’sworkas
one’sown,withoutadequateattribution.Whenastudent
submitsworkforcreditthatincludesthewords,ideasor
dataofothers,thesourceoftheinformationmustbe
acknowledgedthroughcomplete,accurate,andspecific
references,and,ifverbatimstatementsareincluded,
throughquotationmarksorindentationasappropriate.
WRITINGCENTER:Studentshavingdifficultywithwritingassignmentsare
encouragedtocontacttheWritingCenterat:
http://www.csun.edu/s/lrc/writing/.html
CODEOFSTUDENTCONDUCT:Informationmaybeviewedonlineat:
http://www.csun.edu/a&r/soc/studentconduct.html
FIELDTRIPPOLICIES:Besidesbeingrequiredtosign1)anInformedConsent
Formand2)aVehicleAuthorizationForm,studentsmust
alsoincludetheirnameon3)alistofthoseattendingthe
fieldtrip.TheymayalsoberequiredtosignaGuest
ConfidentialityFormfromtheparticularbusiness
beingvisited.
STUDENTSWITHLEARNINGDISABILITIES:Ifyouhavealearningdisabilityorfeelthatyoumayhave
alearningdisability,itissuggestedthatyoucontactthe
CenteronDisabilities([email protected];818-677-2684).
Youmaybeencouragedtoregisterinordertobeeligible
foraccommodations.